There are many advantages of using a blog for business, often businesses do not realise the importance.

Using a blog, businesses write valuable content to teach an audience. A blog is a way of reaching out to people and converting them to clients. We call this inbound marketing.

A blog can:

  • Support a website by providing Google with the quality content it craves.
  • Improve the overall SEO on a domain.
  • Grow brand awareness.
  • Build a trusting audience and form relationships with strangers.
  • Develop a voice to influence an industry.
  • Provide valuable content to share across social media networks, improving the domain’s authority.
  • Become an online customer service hub.
  • Help to find out more about an audience, using analytics.

The network of posts can be channelled for different key phrases around an industry, that can be found on search engines and shared over social media. We call this search engine marketing.

What is the difference between a blog and website?

A website gives specific, easy to find information on products and services.

A website is structured so that users can find direct information about a company, product or service. It is critical that a website is easy to navigate.

A blog is an information hub with multiple entries called posts. It is an area in which potential clients can read informative industry articles written by someone knowledgeable about the topic, or a ghost writer.

A blog can be extensive and can capture potential customers using posts on searchable subjects relevant to a business. That way lots of keywords and phrases can be utilised; ones that might not be used in the website.

Businesses that are not providing valuable content online may as well be invisible.

Using a blog to support a website

There are subjects and topics related to a business service or product that people look up every day. Businesses should capture that user on the search path.

For example, a florist would like to sell flowers. The florist creates a website and optimises a page for ‘flower delivery Oxfordshire’.

There are hundreds of florists in the Oxfordshire area, all competing for that same phrase.

A blog will help to capture people when they are not specifically searching for a product. If they were to search for ‘romantic things to do for my girlfriend’, would they come across the florists website? Unlikely because it optimised solely for the product.

Now the florist writes a blog post, titled ‘Romantic things to do for my girlfriend’, which captures the search of romantics in the area.

The post will appear on Google search result pages, especially if the website already has influence in the area.

The better your posts do, the better your website will do. It has more online influence.

Google ranks the site higher, if there is valuable content that their users want.

Using a blog to build brand awareness

Back to the florist use in the last example. A user searched for ‘romantic things to do for my girlfriend’. Coming across the post, written by our florist in Oxfordshire the user finds what they are looking for and disappears.

High bounce rates are actually quite common, as we live our busy lives.

A business owner feel despondent; what did they write the post for? Why didn’t the visitor buy flowers?

Buying doesn’t work like that now. Competition is high, we all know we can find whatever we want at the click of a button.

What happened here is that the florist helped the user out. By providing the audience with fantastic content that answered a question, the brand sticks in the mind of the user.

Most users will have visited a website more than once before they think about purchasing anything at all. The conversion to buying takes time and consistency.

Reaching out to them is the job of the blog, along with your social media.

Be sure to make your logo and company name prominent on photos, videos and illustrations you share.

How to build trust using a blog

One of the advantages of using a blog, is in building trust and relationships.

The customer’s decision to buy is 57% made up before they even contact a business. Buyers no longer pick up the phone to discuss what is best for them. They learn it all online.

Consistently helping an audience during their decision making process could mean the sale.

Many visitors will explore a blog or website more than once before they have trust in the brand. Once they trust the brand, they return and eventually may buy.

Develop a voice to influence an industry

You may be the most well equipped, knowledgeable person in your industry, but if people don’t know about you they will not get in touch.

The advantage of using a blog is that you can be heard. Write down your opinion, facts and knowledge in blog posts. Show your audience the depth of your knowledge.

By keeping your expertise to yourself, you are damaging your business. Find your voice and a passion for your business, teach your audience what they need to know.

Advantages of using a blog alongside social media

If a business has not got valuable content to share across its networks, what can it share? If you are only sharing articles of others, you are losing traffic to your own domain.

Producing good content, and providing it to followers builds trust, builds on brand awareness and makes your networks a lot more interesting. Your posts can be built into your e-newsletters and share amongst a subscribers list.

A blog can be an online customer service hub

Using a blog to answer clients questions can actually save time. Answer the question online, then send them a link to the post. You are driving traffic, and you have the information in an online customer service area to send to the next client.

A blog helps your clients to plan the steps they should take next, involving you in the task, especially as they already trust you.

Find out more about your online audience

No business starts an online presence knowing their exact audience. Some may have an idea of who to target or the outline of an ideal client, but solid results often bring surprises.

Demographics, geographic locations and visitor interests can be tracked within Google Analytics and MOZ search tools. This can open up a whole new client profile to a company.

What Google looks for in a blog

Google looks for the same thing that a user looks for. They strive to produce the most relevant, beneficial results possible for the person doing the search. So if your blog post is providing the answer to a question it is more likely to get ranked highly.

Each of your posts should be informative and well over 600 words. Take the time over them, like you would take over a potential client.

Do not write short, invaluable posts without first thinking what your audience would search for.

Producing content for your small business blog

Read my post brainstorming for blog post ideas